The field of digital marketing is always changing. Duke's Digital Marketing Specialist program teaches you foundational and advanced marketing methodologies and how to leverage the latest industry technologies. Through our program, you'll gain practical experience through live, interactive sessions, real-world case studies and hands-on utilization of more than 30 digital marketing tools.
Through over 20 projects and case studies combined, you'll acquire the skills necessary to excel in the ever-changing world of digital marketing. Our program covers essential areas such as behavioral marketing, SEO, SEM, social media, email marketing, mobile marketing, content strategy, analytics, AI, and marketing automation. Those who complete all requirements earn a Duke University certificate and leave the program with an expansive knowledge of digital marketing strategy, tactics, and emerging trends.
We aim to prepare our learners for a fast-paced digital world. Students must master the curriculum in each of the beginner, intermediate, and advanced courses. Each course description below will list the criteria by which mastery is measured for that particular course. Additionally, projects are not required.
Gain access to the first three beginner-level courses of our Digital Marketing Specialist program during this week-long trial of the program. Sign up here.
Understand the basics of digital marketing with this introductory course. This course gives a complete overview of the current trends of digital marketing in today’s increasingly digital landscape. It walks you through the basics of digital marketing along with the background of the concepts. The course covers the basics of digital marketing concepts like SEO, SEM, Content Marketing, Email Marketing, Mobile Marketing, Web Analytics and Conversion Optimization.
Start your journey with this course of website creation with WordPress. In this course, you will learn how to launch your website in order to promote your business.
Learn the basics of digital marketing in this course. Understand the difference between digital and traditional marketing. Go through the concepts like the 4P’s of digital marketing, influencer marketing, voice search, and more.
Go through the basics of behavioral marketing and understand behavioral analytics in this course. You will learn concepts like customer lifecycle, buying stages, and how the marketing funnel works.
Understand the importance of SEO in this course. You will learn how on-page and off-page SEO works, see the technical side of SEO to rank higher on search engines, and learn how to analyze competitors.
Learn how paid ads work with help of keyword research. You will learn about different types of bidding strategies in-depth, while keeping B2B & B2C channels in mind.
In this course, understand the need of social media channels, learn how to select the right content type in context for the right social media channels, and the importance of social media in e-commerce.
In this email marketing course, you will learn the end-to-end process of email marketing, how automation works, and how to design the right email templates to increase the conversion rate.
Learn about the importance of mobile apps and mobile marketing in this course. You will also learn how to optimize the apps with the right keywords and how to do the right mobile ad targeting.
Learn about content research strategies and tools to design the right content (graphics, videos) from the social media channels’ point of view in this course. You will also learn how to define the goals and objectives at every stage of the marketing funnel using the right informative content.
Learn how to do deep analysis of paid campaigns and check the metrics of every ad in order to optimize the campaigns for better conversions in this course. You will also learn about the important elements of landing pages and their designing strategies based on the business/domain.
Learn about all different types of KPIs and metrics using different analysis tools in this course. Also work on a live campaign to check the ROI of any product or service, and learn how to improve the results.
Learn how AI automates digital marketing and increases performance in this course. You will also learn about emerging technologies like auto chat and voice search.
Choose 1 of the 4 modules below
Learn the basics of B2B marketing and various marketing techniques in order to increase your reach to B2B clients.
Learn the basics of the e-commerce listing process. Learn how to promote your product and provide after sales support.
Learn how to create and maintain a blog for promotion and user interaction in this course.
Learn the basics of affiliate marketing and how to use it to promote your business efficiently.
*We reserve the right to alter the format, schedule, and all other details of the program. This course list is subject to change at any time.
| Course | Location | Tuition | Status |
|---|---|---|---|
| Digital Marketing Specialist This program is designed to teach learners about digital marketing in the latest technologies of online marketing. Learners will gain practical experience, real world case studies and hands-on utilization of digital marketing tools… | Online | $3,195.00 | available |
Admission is discretionary. The office of Duke Continuing Studies, Professional Certificate Programs, requires students be a least 18 years of age and meet minimum suitability standards. Students are not matriculated Duke University students and university student privileges do not apply to Continuing Studies students.
Duke Continuing Studies reserves the exclusive right, at its sole and absolute discretion, to withhold registration or require withdrawal from the program of any student or applicant.
The materials used in this course, including video lessons, guides, quizzes and tests, are copyrighted. They are intended for individual use by registered students. Unauthorized or illegal use, or attempted unauthorized or illegal use, of these materials may result in a suspension and/or cancellation of the user’s account.
Note: Projects provide optional training and have no grading requirement towards earning the certificate.
The quizzes located throughout each course test students’ knowledge to help prepare them for the cumulative test at the end of each course. Quizzes are not graded assignments, but they will help students determine their level of understanding prior to taking the final assessment for each course.
One graded test per course or sub-course is required, and students must pass with at least 80% accuracy. Tests are timed and are in a multiple choice format. Students will receive their grade upon completion of each test. Students may attempt the module quizzes as many times as they like, but after three final test attempts they must request additional attempts individually. A waiting period of 3-7 days is required for all attempts after the first three.
The following minimum technical requirements are supported*:
Students must also have the following:
*Course materials, such as streaming video lessons, are generally accessible via smart phones, but some functionality may be limited or unavailable. Other devices such as Blackberries may not be supported.
Technical questions should be directed to our affiliate, Simplilearn, by sending an email to dcssupport@simplilearn.com.
Registration is ongoing; therefore students can begin the program when it is convenient for them! Registration is not available June 23-30 annually due to the close of the fiscal year for the university.
Note: our enrollment/registration system is a separate external system from that used for your online training and therefore access to online materials is not an automated process upon your registration and subsequent payment. Please allow a time delay of up to five business days to receive details via email regarding online access. This delay will not impact your “allotted” completion time for the program.
To enroll and recieve program access:
Who should enroll in this program?
Students new to the digital marketing industry, as well as those with experience, are welcome to enroll in the program. However, those with work experience in the industry are more likely to move quickly through the program than those who may be encountering the industry concepts/topics for the first time.
Are there any prerequisites for this program?
There are no prerequisites needed to enroll in the Digital Media Specialist program.
How long do students have access to this online program?
Students will have access to this program for 6 months from the date the access email is sent from Duke Continuing Studies.
How long does the program take to complete?
This certificate program must be completed within 6 months from the date the access/login email is sent. While completion time will vary by student, it is recommended that students commit between 5 and 10 hours per week to the coursework. Students should plan to begin their studies immediately upon being granted access.
Is this curriculum designed and taught by Duke faculty?
The curriculum is neither designed nor taught by Duke faculty, but was developed by our online industry training partner, Simplilearn, utilizing the knowledge of subject matter experts in the field. The specifically designed curriculum is taught by individuals working in the industry.
Is this program offered online only?
Yes, this is a self-paced program and is only offered in online format.
Are books included in the cost of this program?
No, there are no books required for this program. Self-downloadable study guides for most modules are provided to aid in the note-taking process and to provide students with a takeaway they can reference in the future.
Do I have to log on at a specific time to access the program?
No, these modules are completely self-paced so students may schedule their coursework as they so desire within the allotted access time.
Will the staff assist me in finding a position?
It is incumbent upon the students to seek their own employment through their own endeavors. Duke Office of Continuing Studies provides no assistance with job search, career placement and/or internships, nor do we make any claim or warrant that this program will result in obtaining a position as a result of completion.
When is registration open?
Students may register anytime except during the week of June 23-30 annually. Online registration is available 24/7 and the Office of Continuing Studies can be contacted via learnmore@duke.edu for registration Monday through Friday, between the hours of 8:00 a.m. and 5:00 p.m. EST (excluding Duke holidays).
What is the refund policy for these courses?
There are no refunds given for online courses and tuition cannot be applied to other programs offered by Duke Continuing Studies.
Is access to a computer required during this program?
This is an exclusively online program and access to a reliable computer is required for the duration of the program.
What are the technical requirements for accessing this online program?
See the Requirements section.
After registering, when will students receive additional program details?
Two criteria must be met to in order to receive additional program details for accessing the curriculum. The first being receipt of full payment or notice of loan (for tuition amount only) certified by Duke Continuing Studies, and second, the return receipt of the signed program policy to the Duke Program Manager. Only then will registered students be emailed, during regular business hours M-F, log-in/access information. Please note: a delay of up to five business days may occur before you receive this log-in information although typically the timeframe for receiving login/access information is much shorter.
Are extensions granted to students who request them?
A one-time 60 day extension may be granted to students who demonstrate in writing (via email to digitalmedia-marketing@duke.edu) the reason they require an extension. Requests will be considered by the Program Manager and a response will be delivered via email. It is at the discretion of the Program Manager to determine if the situation warrants an extension.
If a student is having difficulty with one of the final module exams, can they move on to another module?
Students must complete the DMS courses first (beginning, intermediate, and advanced). Once DMS has been completed, you may proceed to the optional courses (only 1 optional course is required).
How do students earn a certificate of completion from Duke Continuing Studies?
Students must complete the DMS courses (beginning, intermediate, and advanced) and attain a minimum score of 80% on one assessment exam for each course within their allotted access period. Students who do this will receive their certificate of completion.
Students that fail to successfully complete the assessment exams for the DMS courses (beginning, intermediate, and advanced) and 1 optional course before the access period expires will not be eligible for a certificate.
Note: Students need not watch 100% of the course materials in order to receive the certificate. Nor do they need to complete the optional projects.
Can students download program files to save for later use?
Study guides are available for download and may not be available for all modules.
The materials used in this course, including video lessons, workbooks, quizzes and tests, are copyrighted. They are intended for individual use by registered students only. Unauthorized or illegal use, or attempted unauthorized or illegal use, of these materials may result in a suspension and/or cancellation of the user’s account.
How can students contact technical support?
Technical questions should be emailed to digitalmedia-marketing@duke.edu. Hours of support are from 8:00 a.m. to 5:00 p.m. Monday through Friday, Eastern time.